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Last night, between 6 and 9 pm, we received 13 calls regarding the upcoming elections. 11 were of the recorded variety, “Hi, I’m So and so. I’d encourage you to vote for…” Is there anything more annoying than a voice recording of someone telling you what to do? Do political consultants really think that form of marketing works? Could you imagine a company calling you with a recorded message from a celebrity telling you to buy their products? I know it happens on TV ads, but that’s different than a phone call. The phone was invented to be a 2 way communication device, not one way communication like television (although TV is evolving). I have spent a lot of time over the last few years learning more about marketing and public relations. The adage that “there’s no such thing as bad publicity” has little merit in my opinion. Do you think BP agrees with that statement? How about Michael Vick? LeBron James? Ben Roethlisberger? Ok, I’ll stop. I think I got the point across. For business to business marketing to be successful, I think two way communication is necessary. That is why companies include polls in their email newsletters. It gives the reader a chance to participate. Trust me, I know it’s a lot harder to create interactive marketing efforts – especially for sexy products like labels! But it can be done. A successful marketing effort ends up in an engaged consumer. I think we have seen the results of interactive marketing in politics. Look at Barack Obama’s presidential campaign as Exhibit A, B, and C. In 2007, Hillary Clinton had a 30 point lead over him in polls. He used the internet and rallies to overcome that gap in a period of months. You’d think today’s political figures would remember recent history. I know the recorded messages are part of an overall strategy, but I really question their worth. Is your marketing strategy evolving?

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